SUSTAINABLE MARKETING STRATEGIES FOR ORGANIC COMPOST: A CASE STUDY OF DHEKIAJULI, ASSAM

Abstract

This paper has explored organic compost sustainable marketing in Dhekiajuli, Assam, using a secondary qualitative case study design. The study was designed to examine the role of sustainable marketing principles to be implemented in rural compost businesses to enhance awareness, profitability, and environmental performance. Government reports, municipal records, peer-reviewed journals, and non-governmental organisations were used as sources of secondary data. The findings were interpreted through the Green Marketing Mix (Product, Price, Place, Promotion), Triple Bottom Line (People, Planet, Profit) and SWOT frameworks to develop a thematic document analysis.

The analysis has shown that Dhekiajuli had a rich source of biodegradable waste and high demand in agriculture which offers a strong basis of compost-based business. The results showed that eco-branding, certification, digital promotion, and municipal-community cooperation would potentially increase the visibility and trust in compost products. Combining marketing and local waste management systems would facilitate bringing up a sustainable circular-economy model. The paper found that Dhekiajuli had great potential to become a model that could be replicated to small-town sustainability marketing in North-East India, but only with an effective implementation of policy incentives, institutional coordination and capacity-building programmes to reinforce the market competitiveness and environmental stability.